Mobile User Acquisition Trends in 2020 - Report & Infographics - App2Top.ru

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Mobile User Acquisition Trends in 2020 - Report & Infographics - App2Top.ru
Mobile User Acquisition
    Trends in 2020
       Report & Infographics
Mobile User Acquisition Trends in 2020 - Report & Infographics - App2Top.ru
Contents   1.   Executive summary and Methodology

           2.   Global Trends in 2020

           3.   The biggest User Acquisition challenges in 2020

           4.   A cutting edge approach to the soft–launch

           5.   Paid UA
                     Ad Networks

                     Advertisers

                     Creatives

           6.   ASO Trends

           7.   Top Contributing Countries

           8.   Top Grossing Categories

           9.   Performance and Influencer Marketing
Mobile User Acquisition Trends in 2020 - Report & Infographics - App2Top.ru
Apptica is your primary source of comprehensive analytics on the
           mobile market.

The mobile industry has always been one of the most rapid-growing and competitive fields hosting thousands of
professionals from all over the world. Best of them are always looking for new opportunities to expand their business -
a secret weapon that will allow them to achieve more by paying less. In Apptica, we truly believe – that weapon is
knowledge, and it’s available to everyone.

Apptica provides mobile experts with accurate analytical            Methodology
data on mobile applications and in-app advertising -
                                                                    The information is based on Apptica Intelligence –
everything you wanted to know about your competitors                result-driving mobile analytics solution for your
performing on the market is uncovered. Gain competitive             business.
insights and drive your mobile app forward with Apptica!
                                                                    Figures in this report are calculated for the period from
                                                                    January 1 to December 31, 2019, in App Store and
This report unveils analytics on the state of the mobile
                                                                    Google Play.
market, current trends in advertising, ASO, development,
design and much more.

                  For more Advertising and Store Intelligence, mobile insights and forecasts –

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Mobile User Acquisition Trends in 2020 - Report & Infographics - App2Top.ru
Global Trends in 2020

At the beginning of the new millennium, mobile applications penetrated every business area. No matter who you are or what you’re
looking for, you can guarantee that ‘there’s an app for that.’ Such a significant growth of the mobile field, considering apps have
maintained their role as a critical revenue stream for the industry, made user acquisition a crucial part of product development. Too
much competition on the market places UA managers in the face of numerous challenges, and this year is no exception mobile
marketers seek for new ways to improve UA, maximize ROI or expand to the new market.

This report is intended to highlight the latest trends in UA and help professionals adjust their strategy in accordance with current market
flows.

                               5G                                                       No-code technologies
   2019 was the start of 5G technology adaptation. Of course,              This is a significant breakthrough in app development,
   this process will be on a frontier in 2020 and, according to            which will also affect the UA managers’ job. Along with no-
   experts, by the end of the year, 5G will be successfully                code app builders, some companies offer a no-code
   integrated in North America and other industrial countries.             playable ad service. This makes playable ads an affordable
   This technology will have a big impact on data security, app            format with the highest CTR.
   speed, and design.

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Mobile User Acquisition Trends in 2020 - Report & Infographics - App2Top.ru
Global Trends in 2020

     Social networks                  Apple Arcade & Google                             AR/VR
         domination                              Free Pass                 Augmented and virtual reality
                                                                           technologies have been a hot topic
Over the past 3 years, the share of   Special subscriptions that have
                                                                           for some time now. However, in
social networks in the total volume   been released by both stores in
                                                                           2020 it comes with a new
of mobile advertising increased by    2019 will have a big impact on the
                                                                           opportunity not only for game
27%. With TikTok ads coming to the    free-to-play gaming market. With
                                                                           developers but also for marketers.
market, this number should            the wide distribution of this
                                                                           We presume AR advertising to be
increase even more in 2020.           subscription, experts will have to
                                                                           the hottest marketing trend of the
                                      look for new approaches to in-app
                                                                           decade.
                                      advertising.

                                                                                                                3
Mobile User Acquisition Trends in 2020 - Report & Infographics - App2Top.ru
The biggest User Acquisition challenges in 2020

An app is nothing without users.
User acquisition against the backdrop of a highly crowded market and a fast pace of technology development may become a
real struggle for marketers. We listened to the experts talked about their main professional pains and scooped the main 5 UA
challenges in 2020.

UA challenges in 2020
                                                                   Today, the biggest challenge in User Acquisition within the
 1    Growing cost of UA                                           gaming field is that there are too many mobile games
                                                                   competing with each other for the same audience. This year,

 2    Combating Ad Fraud                                           one of our main goals is a constant testing of new channels
                                                                   and technologies in order to get high quality users for our
                                                                   apps in a timely manner. Also, we will keep experimenting with
 3    Team management (when working over many apps
                                                                   new creative concepts to be even more competitive in this fast-
      with very different needs and budgets)
                                                                   growing industry.

 4    Misleading creatives
                                                                   Gulnaz Saitova,
                                                                   User Acquisition Team Lead at
 5    Structuring multi-channel UA campaigns                       Azur Games

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A cutting edge approach to the soft-launch

In the situation when the current soft-launch markets are becoming more and more costly in terms of UA, it’s time to pay
attention to non-obvious but promising countries where testing will not cost you a fortune.

                       1                                            2                                         3

                  Russia                                   Middle East                        Australia and New
   Although Russia is considered as a            The Middle East is showing a great                    Zealand
   Tier 2 country, it is a large territory       opportunity for gaming, says
                                                                                          According to the latest statistics,
   where many mobile game lovers                 AppsFlyer*. Saudi Arabia and Egypt
                                                                                          Oceanians happened to be big fans
   live. In Q3 2019, Russia ranks                are among the fastest-growing
                                                                                          of mobile casinos*. Among 5 the
   second right after the United States          markets in Hyper-casual and
                                                                                          most profitable apps in the Oceania
   in the list of countries with the             Midcore categories.
                                                                                          region in 2019, 4 are slots. Thus,
   largest volume of ads in mobile
                                                                                          specific game categories may
   games (Android). Russia is also #9
                                                                                          benefit more from these countries
   contributing country in the App
                                                                                          than others.
   Store*.

   * – Mobile Advertising and App Intelligence   * – The State of Gaming App Marketing    * – How did users pay for mobile apps in
   Report Q3 2019 by Apptica                     2019 by AppsFlyer                        2019? by MarComm News

                                                                                                                                     5
A cutting edge approach to the soft-launch

                   4                                                  5

         Latin America                                       Netherlands
According to AppsFlyer, Brazil is the    When it comes to the soft-launch, many gaming publishers
top growing country in 4 of 5            choose Canada due to its cultural and behavioral
categories (Hyper-casual, Casual,        resemblance to the US. Although Canada isn't a cheap
Midcore, Hardcore, Social Casino).       country to run advertising in, so publishers with no big
Other LATAM countries perform well       budgets may pay attention to the country that has been
too: Mexico in Casual, Colombia, Chili   similarly influenced, for example – Netherlands. Almost the
in Midcore, and Colombia in Hardcore.    entire population of the Netherlands speaks English, and
When expanding the search to the         the Netherlands is a European business center, where
LATAM region, publishers find users       people from different countries come to work, which
with unique behavior and the potential   creates a multicultural background. At the same time,
to download and play mobile games.       advertising in the Netherlands is much cheaper than in
                                         Canada.

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A cutting edge approach to the soft-launch

Despite the fact that Canada has remained the most popular soft-launch country in 2019, we already see some of the new
countries coming into the picture. In 2020 we expect the Netherlands, Singapore, Russia, Korea to rise in this ranking.

                                        Top soft-launch countries in 2019

                                iOS                                           Android

                       1.      United States                         1.      Canda

                       2.      Canada                                2.      United States

                       3.      Australia                             3.      Australia

                       4.      New Zealand                           4.      South Korea

                       5.      China                                 5.      Russia

                       6.      France                                6.      Japan

                       7.      Netherlands                           7.      New Zealand

                       8.      Singapore                             8.      United Kingdom

                       9.      United Kingdom                        9.      Brazil

                      10.      Russia                               10.      India

                                                                                                                          7
Paid UA: Ad Networks

Social networks have always played a significant role in the life of mobile users. And every year, social networks are
becoming an increasingly important marketing tool. In 2020, we expect TikTok to increase its market share and become a go-
to advertising tool. Facebook and Instagram keep their market, but still remain expensive platforms for many publishers.
Facebook's strict advertising policy also prevents some advertisers from collaborating.

   By late 2019, TikTok reached 800 million monthly active users worldwide. It has exceeded 1.5 billion downloads worldwide on the App
   Store and Google Play. TikTok has become a major force on the mobile platforms, almost by stealth. Despite TikTok’s high usage numbers,
   most people over 25 still claim that they haven’t heard of it.

   But to many Generation Z and the Millennials, TikTok has become an essential part of their everyday life. With this rise in popularity,
   marketers are unsurprisingly clamoring to advertise on the platform.

   Although late to take advantage of this, TikTok has finally established a formal marketing platform, that operates in much the same way
   as the Facebook / Instagram advertising network.

   TikTok ads are likely to explode in 2020, as more youth-focused brands recognize the potential of TikTok advertising. Many of today’s
   marketers are too old to have used TikTok (or its predecessor Musical.ly). As more young marketers enter the industry and gain
   prominence in the marketing teams of brands, TikTok is likely to become a natural marketing channel for them to find their target
   audience.

   Werner Geyser,
   Founder at Influencer Marketing Hub

                                                                                                                                             8
Paid UA: Advertisers

The number of advertisers in the market is growing steadily   The amount of advertising in the categories varies from
every year. In 2019, advertisers in App Store and Google      year to year. The GAMES category led with more than 56%
Play were more than 60 thousand. According to our             of advertising on App Store and 41% on Google Play.
forecasts, in 2020 this number will increase by 12%.          Whereas in 2018 it had 59% and 44% of the market
                                                              accordingly. The most popular gaming category is Arcade.

               Number of Advertisers                               Advertising distribution by Categories

                                               71000

                                                                                             iOS

                                                                                           2019

                                                               Arcade                12%          Strategy              7.2%

                                                               Puzzle              11.5%          Adventure             4.9%

                                                               Role–Playing        10.3%          Family                4.7%

                                                               Action                10%          Card                  4.1%

       2017          2018         2019          2020           Simulation           7.8%          Others            27.5%

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Paid UA: Creatives

The most popular mobile ad format         Misleading Ad
            is video                      Fake advertising, which was widely implemented by some
                                          publishers of mobile games, became one of the main
                                          trends of 2019. Today, this is a hot issue, as some believe
                                          that fake advertising is a future of UA in mobile games,
                                          while others hate it (there is even a petition on change.org).
                                          So far, the Stores withhold comments and this turns up the
               2019                       pressure. However, no matter what position you hold, this
                                          is an important trend that you need to think about.

           Video – 60%

           Banner – 33%

           Interactive – 7%

                                                                                                           10
Paid UA: Creatives

No-code
In 2020, we expect playable ads to increase due to no-code technology. It allows marketers to design interactive ads with no
need for special skills. This simpli es the process of creating an ad, which sometimes takes several weeks, and boost ROI.

   Playable creation can be an expensive process with most      To effectively advertise on mobile and across digital platforms, it is
   established app studios having to hire HTML5 developer       essential that marketers have the ability to rapidly iterate, test, and
   or outsourcing the build. AppOnboard Studio reduces          assess multiple creative to drive the best results. This is especially
   the cost per playable massively and able to export to all    true when it comes to playable/interactive ads since there are so
   the major ad networks.                                       many potential adjustments within the experience that can impact
                                                                positive results.

   Sean Parmenter,                                              To support such speed and complexity to efficiently find the
   Sales Director at AppOnboard, Inc                            “winning” playable ad, the teams responsible for the business
                                                                outcomes absolutely require tools/platforms to enable this iteration/
                                                                testing without the need for costly and time consuming coding and
                                                                development work.

                                                                 Rob Grossberg,
                                                                 CEO at TreSensa

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Top Contributing Countries in 2019

The country’s purchasing power is crucial information for every UA manager and strategist. No wonder, the US is #1
contributing country what leads to a high advertising price. The US is followed by China and Japan on App Store and
Germany and the UK on Google Play.

                               iOS                                           Android

                       1.     United States                         1.      United States

                       2.     China                                 2.      Germany

                       3.     Japan                                 3.      United Kingdom

                       4.     United Kingdom                        4.      Australia

                       5.     Germany                               5.      Canada

                       6.     France                                6.      France

                       7.     Canada                                7.      Italy

                       8.     Australia                             8.      China

                       9.     Russia                                9.      Japan

                      10.     Italy                                10.      Brazil

                                                                                                                      13
Top Grossing Categories in 2019

The past few years Role-Playing and Strategy games earn the most among all the applications. 2019 has been marked by
the rise of hyper-casual games: we see the Action category (where the most of hyper-casual games are) on the 4th line of the
list on App Store and on the 5th on Google Play. The only two APP categories that hit this top list are Lifestyle and Social
Networking on App Store as well as Social and Entertainment on Google Play.

                                  iOS                                           Android

                       1. Role–Playing                                1. Strategy

                       2. Strategy                                    2. Role playing

                       3. Lifestyle                                   3. Casual

                       4. Action                                      4. Casino

                       5. Social Networking                           5. Action

                       6. Puzzle                                      6. Puzzle

                       7. Simulation                                  7. Simulation

                       8. Adventure                                   8. Social

                       9. Arcade                                      9. Adventure

                       10. Card                                      10. Entertainment

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Performance and Influencer Marketing Trends

Along with the rapid growth of personalization and individual approach to user acquisition, development of own apps
dedicated to relevant verticals, creation of specialized platforms with A/B testing for demonstrating and choosing the best
promotion channel, as well as many other directions of performance marketing development in 2020, we’ve highlighted the
following trends:

               Brandformance. There is a combination of separate performance sources within the framework of the client’s
               product promotion strategy. In addition to classic performance marketing tools, influencer marketing, native
               advertising, programmatic and DV360 are actively used. These tools work especially well in conjunction with a
               performance strategy. As a result, the outcome of an advertising campaign is much better.

               Automation. In any traffic source, creating and running advertising campaigns is associated with a number of
               similar routine processes. Automation of creation, optimization and scaling advertising campaigns is carried out to
               give time to media buyers to use creative approaches and test possible working hypotheses.

               The increasing role of video advertising. Services like Tik Tok and Snapchat are gaining more and more
               popularity. Video advertising is the main format on such platforms. Moreover, even in classic sources (e.g. Facebook)
               it has been an the top of the advertising inventory for several years already.

                                Dmitry Myasnikov,
                                Head of Performance Marketing at Zorka.Mobi

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               Renata Bakieva                                                                 Natalie Stepanova
               Head of Business Development                                                   Head of marketing & PR

                   renata@apptica.com                                                             natalie@apptica.com

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